Shine ups its dairy intake

Auckland creative agency Shine has had a pretty stellar year so far. It nabbed the RaboPlus account in May (and has recently released its first rather well-received campaign for the bank). And, while it’s been working with some of the local Fonterra Brands for a while now, it has been given a few more to play with.

The dairy beast has 16 brands in its local stable. Colenso still has Anchor, Fresh & Fruity, Mainland and Tip Top (aka the ‘power brands’). And Shine’s director Simon Curran says it has the other 12, with the list of brands it now controls featuring Kapiti ice cream (which it took off Colenso), De Winkel yogurt and Country Goodness.

There are also a number of new product development initiatives in the pipeline, including one with Tip Top that dare not speak its name quite yet. Shine is also running Fonterra’s food service business (direct into restaurants, bars etc) and has obviously impressed with its work in the domestic market, as it’s been signed up to work on Fonterra’s export business after taking the CalciYum brand off Clemenger BBDO Melbourne. The team, which has increased slightly in number as a result of this new Fonterra business, now has responsibility for the brand across New Zealand and Australia and is currently working on a new Australasian campaign.

Curran says the agency, which also works with Hallensteins and Macs, is perfectly placed to work with Fonterra’s challenger brands.

“Fonterra is a market leader that stays that way by focusing on innovation. We look forward to collaborating closely on a number of their key brands, and taking some genuinely pioneering ideas from inception right through to packaging, point of sale and advertising,” he says

And Dominic Quin, marketing director at Fonterra Brands New Zealand says the agency’s approach and ethos fit neatly with its own.

“Like us, they challenge the traditional way of doing things, and come up with fresh, original solutions to engage customers at every level.”

In other milk-related news, Singaporean-based design company Design Bridge picked up a silver award in the branded food category at the Pentawards for its design of the Kapiti ice cream brand. And Mark Budden, managing director of Design Bridge Asia, says the award makes it the first Singaporean creative agency to have won the international design award in recognition of branded packaging.

“The creative leap for the brand defined a new approach to lead the ice cream category. Since the launch of the new designs, the brand has reported significant and sustained sales and category growth.”

And in even more milk-related news, check out ‘the milk ad they don’t want you to see‘ by Greenpeace.

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